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Just Another B2B Website.

The thing that’s getting right up my not insignificant nose at the moment is the, ‘it’s just another B2B website’ response from the stupid people. You know who they are. They know who they are. You may even be one of them. I certainly know who they are. They are the people who simply aren’t […]

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B2B Marketing – The Next Stage.

It’s a bit like waiting in the trenches for the command to go ‘over the top’ and get shot in the ass, again. B2B Marketing can do that to you. As we approach the end of the year and the start of the next one, there’s a lot of planning and forecasting going on. Some […]

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B2B Marketing Pitching – The Line in the Sand.

I have proposalated in the last few months. Proposalation is the line that an agency draws around pitching, just before taking it up the Mohave Desert. The ‘before’ part is an important distinction. Pitching is bullying in my mind and so it simply won’t compute. I hate dedicating the resources of the agency for no […]

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B2B Brands’ Space Time Continuum.

As B2B brands move painfully towards a digital future, I find myself having to go back to push them along – ‘back to the future’ you might say… However hard I try, there is still a reticence on the client side to actually part with cash to ‘do’ digital. The extent of digital ambition on […]

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User Journeys for B2B Brands.

I know a reasonable amount about the language of B2B brands, but I’ve had to learn a whole new digital language in the last couple of years. Haven’t we all? It’s a language riddled with three letter acronyms (TLAs) and a host of almost meaningless mumbo jumbo that eventually makes sense when someone explains what’s […]

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The Business of Top 100 Brands.

For the last decade, Interbrand has been producing an annual report on the top 100 ‘Best Global Brands’. It makes interesting reading. It doesn’t make truly compelling reading though, and it doesn’t offer much in the way of deep insight. Perhaps that’s to be expected – it’s the nature of the beast. When you’re looking […]

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Bridging the Brand Identity Gap.

So, GAP has a new brand identity. Or should I say ‘Gap’ has a new identity. The lower case is significant. Probably. There’s a veritable shit-storm reigning down on the new Gap brand identity from every online channel I’ve seen so far and I’m not altogether sure why. The general opinion, is moderate to fervent […]

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Not Enough Time for Social.

I am increasingly expected to frequent the musk-scented washrooms and fastidiously monitored self-service comestible bars of international airport business lounges. It would appear that my legendary status at the very forefront of the digital B2B revolution is attracting a wider audience than I expected. I think, and I secretly hope, it’s because businesses are starting […]

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Social Rebranding.

I’ve been drinking coffee from a glass recently. The last time I did that was a few years ago and the experience wasn’t altogether satisfactory. Unlike my previous rebranding experience in Marylebone, however, this time I was in Spain. In Spain, real men drink their coffee black. I’d tried ordering a white coffee (‘con leche’) […]

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Believe in the Concept.

I have had a busy summer shouting at stupid people about concepts. Having received a brief for a European corporate ‘Awareness Campaign’, I duly presented the accumulated wisdom of my many years of awareness campaigning to Sir and a considerable flock of subordinates, (including a slightly sallow, moist and inexplicably flaking representative from a media […]